LOYOLA COLLEGE (AUTONOMOUS), CHENNAI – 600 034

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M.Sc. DEGREE EXAMINATION – VISUAL COMMUNICATION

THIRD SEMESTER – November 2008

    VC 3875 – QUANTITATIVE MEDIA RESEARCH TOOLS

 

 

 

Date : 10-11-08                 Dept. No.                                        Max. : 100 Marks

Time : 9:00 – 12:00

PART- A

 

ANSWER ANY FIVE OF THE FOLLOWING QUESTIONS IN 50 WORDS EACH.     (5×4=20 marks)

 

1. Briefly explain the concept of central tendency.
2. How does an independent variable differ from dependent variable?
3. How do you measure concurrent validity?
4. Why do we use split-half reliability testing in media research?
5. What lies between a construct and indicators of it? Explain.
6. What is standard deviation in media research?
7. Explain frequency distribution.

 

PART- B

ANSWER ANY FIVE OF THE FOLLOWING IN 150 WORDS EACH.                                   (5×8=40 marks)

 

8. Briefly explain some general principles of quantitative media research.
9. Write an analytical note on grounded theory.
10. How do you tap the disadvantages between coding and close analysis?
11. Differentiate between code-based analysis and case-based analysis.
12. What are the three forms of inference? Explain them briefly.
13. What role does thick description play in observation?
14. Write short notes on: Documents, Artifacts and Data.

 

PART- C

ANSWER ANY TWO OF THE FOLLOWING IN 400 WORDS EACH.                    (2×20= 40 marks)

 

15. What are the levels of measurement? Explain them in the field research, you did for this course.

 

16. Identify six levels of analysis. And make an analysis of a film, you have watched recently.

 

17. Write an essay on measuring media content.

 

 

 

 

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